When you’re pitching to work on a brand like Levi’s, it’s wise to
wear the label during your presentation. When the jeans giant put its
dollars 90 million US business up for review at the end of 1997, almost
all of the eager competitors showed up in denim. Most of the jeans
appeared relatively new. Lee Clow’s 501s, however, looked well worn. It
was Clow who won most respect from the Levi’s executives.

When you’re pitching to work on a brand like Levi’s, it’s wise to

wear the label during your presentation. When the jeans giant put its

dollars 90 million US business up for review at the end of 1997, almost

all of the eager competitors showed up in denim. Most of the jeans

appeared relatively new. Lee Clow’s 501s, however, looked well worn. It

was Clow who won most respect from the Levi’s executives.

Clow, the legendary chief creative officer of TBWA Chiat/Day who was

responsible for come-backs such as Apple’s ’think different’ campaign,

seemed just what Levi’s needed. In January 1998, after a three-month

review, his agency duly won the business for its strategic thinking, its

understanding of the Levi’s brand, and what the client described as its

’incredible creative capability’.

But Chiat/Day had a lot to do. Levi’s is having a rough ride. In the

last decade, it has suffered an alarming slump in sales following

competition from designer brands such as Calvin Klein, Tommy Hilfiger

and Ralph Lauren. Market share in America has fallen from 48 per cent in

1990 to 25 per cent last year. And in February, the company sacked a

third of its US workforce to relocate abroad.

It was these market conditions - rather than an unhappiness with

creative work - that had led to the account going up for review in the

first place.

Chiat/Day’s predecessor on the account, Foote Cone & Belding, had worked

with Levi’s for an impressive 67 years. Indeed, FCB’s ’doctors’ ad for

Levi’s was nominated for the US Emmy Awards in 1997 - the first time

that advertising had been included in TV’s equivalent of the Oscars.

’We know we have good advertising,’ explained Steve Goldstein, Levi’s

marketing chief at the time of the review. ’It has nothing to do with

the current campaign. It’s to do with the continued health and welfare

of the Levi’s brand.’

After a heated pitch, Chiat/Day won the account against competition from